Fitness franchisor F45 Training rolled out a global campaign in July fronted by two of the newest members of their team – Dan Carter and Richie McCaw – which welcomes them to the brand.
The campaign from the Australian franchisor and operator of fitness centres – which has over 1,750 studios in 45 countries across Australia/Oceania, North America, South America, Asia, Europe and Africa – was developed in partnership with trans-Tasman creative consultancy Abel and Exit Films.
The digital-first marketing push launched on 2 July to leverage spiking rugby interest around the All Blacks v Ireland test match and features the Two All Blacks legends and invites them to work out alongside some or F45’s more seasoned regulars.
The hero film, which was helmed by Director Greg Wood of Exit films, voiced by Grant Nisbett and was amplified across almost every franchise in New Zealand, was supported by the former players’ personal platforms @dancarter_ and @richiemccaw and positions the legends as looking for their next test and finding it at #F45Training #TeamTraining #LifeChanging.
Abel Creative Co-Founder Sion Fowler commented: “It’s been one of many great projects we’ve worked on with F45. Bringing Dan & Richie onboard during what’s arguably one of the most exciting times for the world of rugby is a fantastic way to unite our F45 communities around the sport. Also a great piece to launch our presence in NZ.”
F45 Brand Director Josh Garber added: “Richie and Dan’s illustrious rugby careers are nothing short of inspirational – they have proven themselves as leaders time and time again. We’re incredibly excited to have them bring these skills, as well as their commitment, drive and fun-loving personalities into our team training environment.”
The campaign was briefed by F45 Brand Director Josh Garber and CMO Brian Killingsworth and was created by a team at agency Abel that included Nicole Jauncey (Creative Co-Founder), Simon Fowler (Creative, Co-Founder) and Phillip Robbie (Creative Partner). The production company was Exit Films with Director Greg Wood, EP Declan Cahill, Producer James Watson, Editor Sam Brunette and Grade Paul Jones with sound mix by Liquid Studios.
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F45, which is one of the fastest growing global fitness franchises boasting over 550 gyms in Australia and more than 650 in the USA, was launched in 2011 by Ausyralian cricket super star Adam Gilchrist and Rob Deutsch as an attempt to modernise gym participation
The rugby union icons join an impressive stable of sports ambassadors and celebrities which already includes Mark Wahlberg, David Beckham, Gunnar Peterson, Stephanie Rice and Morgan Mitchell.
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